Telstra looks to engage with rugby league fans with launch of NRL app feature

NRLTelstra is looking for a deeper engagement with rugby league fans through the launch of an app feature to coincide with the start of the NRL Finals.

Using social and digital technology, the feature taps into the NRL’s ‘Light it Up’ branding and provides fans with a “burning torch” logo of their team. During the finals matches, stadium announcers will ask fans to hold up their phones in a show of support for their team.

It also features ‘keepsakes’ – digital images that fans can superimpose onto their own images and share through social networks.

Telstra director of digital media and content Adam Good said the development is designed to immerse fans in the finals “in a new and innovative way”.

“It’s an exciting way for fans to stay connected to the finals in a new way whether they are at the game or at home and share immediately with their friends and fellow fans,” he said.

Light it Up will activate when people log on to the 2014 NRL app, which has been downloaded 1.3 million times.

Telstra said this type of digital engagement is the first to be launched in Australia and is modelled on similar apps used by NFL teams in the US, including the Seattle Seahawks.

Last week the AFL launched its digital finals campaign, allowing fans to put themselves in the picture with their team on Facebook. 


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